Coca-Cola Sticks to Its Roots

The Star (St. Lucia) - - ENTERTAINMENT - By Clau­dia Elei­box

The bright, bold, red and white let­ter­ing that we all as­so­ci­ate with the caf­feinated drink, Coca-Cola, was splurged all over Coco Palm's Ti Bananne res­tau­rant on Wed­nes­day evening. As part of its global scale re­brand­ing, back to its orig­i­nal val­ues, Coca-Cola was ea­ger to be­gin mak­ing Saint Lu­cia “Taste the feel­ing”. Now, the brand aims to make ev­ery­one's child­hood favourite con­tinue to be the same in adult life too. Shar­lene JnBap­tiste, Soft Drink Brand Man­ager at Wind­ward & Lee­ward Brew­ery, was the one to in­tro­duce it all.

Coca-Cola's 'one brand' strat­egy is, ac­cord­ing to JnBap­tiste, “A global cam­paign for Coca-Cola. It's all about bring­ing you back to what makes Coca-Cola great, what made you want to pop that cap and en­joy your drink.”

Con­sid­er­ing the el­e­ments of taste, sound, look and es­pe­cially the feel­ing that peo­ple get from the brand, Coca-Cola is tak­ing us back to the good old days. Pref­er­ences have changed and con­sumers, over the years, have started pay­ing more at­ten­tion to sugar con­tent and nat­u­ral prod­ucts, while the de­mand for more op­tions con­tin­ues to grow. Now all of that will be catered to while keep­ing the orig­i­nal flavour in dif­fer­ent ca­pac­i­ties: less or no sugar, lighter taste or nat­u­ral in­gre­di­ents.

Coca-Cola prom­ises a lot more in the near fu­ture un­der its 'one brand' strat­egy but, in the mean­time, you can taste the feel­ing from stores is­land-wide!

Can't end the night with­out a selfie.

Sweet bev­er­ages and an even sweeter lady.

Shar­lene JnBap­tiste in­tro­duc­ing the 'one brand' strat­egy.

They came to “Taste the feel­ing”!

Dee­jays made sure the fun didn't stop at Coca-Cola's re­brand­ing.

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